Discovery Continues With i-traffic

Discovery Networks has named Agency.com's i-traffic division to handle interactive campaigns for the broadcaster's television properties.

Based in New York, i-traffic is charged with developing interactive campaigns for the Discovery Channel, TLC, Animal Planet and the Discovery Kids programming block. Agency.com did not disclose the budget.

"It's sort of an expansion of our relationship," said Lee Foley Race, vice president of corporate communications at Agency.com.

Race was alluding to i-traffic's recent work for the Discovery Channel's "Raising the Mammoth" and "Walking With Dinosaurs" programs.

To build awareness and traffic for the Mammoth program, i-traffic created the Wonder Window, which allowed online users to view streaming video and mammoth facts in a self-contained pop-up. The Dinosaurs push included rollover dinosaur sounds, HTML e-mail and interactive video clips.

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